When a sales process is clearly defined, and tools are in place to measure and also visualize & interpret data for insights into sales strategy, it can make a huge difference to effectiveness of the sales strategy.
This blog post describes first of the four advantages I will develop in this blog posts series – EFFICIENCY.
This example shows information about the sales process defined in a CRM system called Nutshell. The image below shows screen capture of a sales funnel defined for one of our customers. Each stage of the sales funnel in this example uses a confidence interval carefully defined to reflect progress in the sales process for individual leads. While working closely with the sales team members, we defined list of associated activities for each stage of the funnel.
Defining sales path or sales stages is very critical to improving the closing rate.
The CRM system can be used to track progress of an individual lead. Image below shows sales funnel status and update options for a lead that the sales person in charge of the lead can manage.
We export the data from the CRM periodically and import it in Tableau (a business intelligence software). The pre-set custom dashboards in Tableau show the summary of all leads for each sales person. Image below shows Tableau dashboard with LEADS INFO DETAIL for one sales rep. This view clearly shows the areas where information is still needed in order to move forward the projects through the funnel. It is clear that most of the projects in the 0 to 29% confidence still need quite a bit of information, but we can also see some nulls in the 40% confidence leads. All 40% confidence leads are projects that have been quoted and ideally should not have any nulls in the data.
With similar dashboards for each sales person, the leadership team gets to see and understand progress and activity level for each sales person over time.
Sales team members also have a compact summary with list of leads for each confidence interval; it makes it easier for them to identify next step for each lead and streamline their follow up activities saving a lot of time while boosting their productivity significantly.
We created email templates in the CRM system for each stage (or confidence interval) of the sales funnel. With this, the sales reps can send customized, pre-defined message in matter of clicks directly from the system. This makes sales strategy execution even more EFFICIENT for the sales team.
Stay tuned on my other three blog posts in this series on the Intelligent Sales Strategy – PRODUCTIVITY, INSIGHTS and STRATEGY.